Print Press: Elle USA, December 2018

November 20, 2018

Eau, Yes

By Rachel Syme

"Until recently, designer perfumes represented the snooziest corner of the fragrance market. Not anymore. In today’s climate, playing it safe is a one-way ticket to irrelevancy, and this year’s crop of high-fashion scents radiates risk and adventure."

"It used to be that if you wanted to buy a new perfume, you’d have to trot down to your local department store. But the internet has completely changed the way consumers discover scents—now you can order samples from thousands of independent perfumers with a click. The new digital scentscape has led to a rise in more challenging fragrances, the kind you’d never find at a mall."